Netregistry Bloghttps://www.netregistry.com.au/blog
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1 https://wordpress.org/?v=5.1.1Federal Budget 2019 – What the EMDG means for your businesshttps://www.netregistry.com.au/blog/federal-budget-2019-what-the-emdg-means-for-your-business/
Wed, 24 Apr 2019 04:50:04 +0000https://www.netregistry.com.au/blog/?p=4131With the Federal Budget 2019 recently announced, Netregistry takes a look at how small and medium business can benefit from funding and grants provided. This year, small business and exports were a big winner. What’s in it for small business? Along with the asset write-off increase from $25K to $30K, The Federal Government have also […]

]]>With the Federal Budget 2019 recently announced, Netregistry takes a look at how small and medium business can benefit from funding and grants provided. This year, small business and exports were a big winner.

What’s in it for small business?

Along with the asset write-off increase from $25K to $30K, The Federal Government have also announced that they will be giving $60M boost to the Export Market Development Grant (EMDG), which is administered by Austrade (the Australian Trade & Investment Commission). This is intended to help encourage and increase exports and increase the supply and demand of Australian-made products. So what does this mean for your business?

What is the EMDG?

The Export Market Development Grant, EMDG, is a government grant designed to provide financial support to current and aspiring Australian exporters. It allows SMB’s to utilise their grant to allow for overseas digital marketing, costs of export and other costs that come with selling their products outside of Australia. Exporting products can be a costly expenditure, with advertising, sales, promotional costs and overseas business trips, the funding necessary can limit the SMB’s that actually contribute to overseas selling. With this, the hope is more businesses will be able to claim the costs necessary to do so.

The EMDG encourages small and medium sized Australian business to develop markets for export. Provided you own the product that you are promoting, and are promoting it specifically for export, you are eligible to apply for up to eight grants. This is a fantastic opportunity to expand growth and opportunities for SMB’s.

What does the grant entail?

If you are eligible for the grant, you will be given a 50% reimbursement on eligible export related promotional costs, including overseas trips, advertising, sales reps, free samples, IP registrations and marketing consultants (does not apply to the first $5K). Each applicant can receive up to $50K per application relating to marketing expenses, giving SMB’s a decent sum to market their products outside of Australia.

Can I apply for the EMDG?

SMBs with an income of less than $50 million per year, who spent at least $15,000 on eligible export promotional activities, are eligible to apply. This however does only apply to businesses selling products outside of Australia. If you’re the business owner of the company, you should be able to get a clear indication of your eligibility. But if you aren’t sure whether you can apply, you can speak to an EMDG advisor by contacting 13 28 78.

When and how can I apply?

The next application dates open up on July 1st 2019 and close 30th November 2019, meaning now is the perfect time to dial up your digital marketing to promote your business overseas. If you spend now, you’ll be able to claim the money back in 3 months’ time.

To learn more about eligibility you can download the Austrade checklist. From there you will need to make sure that you have an account with AUSkey. AUSkey is used by businesses to receive safe access to government online services. If you don’t already have one, you can easily register in under 15 minutes. Once you’ve ensured you’re eligible you can select ‘Apply’ on the Austrade application form or call up an advisor. Then, it’s up to you to fill in the details and wait to get approval.

Your digital marketing & EMDG

There’s a lot that goes into exporting, and a lot that can be claimed. Did you know that you’re able to claim your website and web running costs as part of the asset write-off? You can also get additional support in digital marketing funds that are allocated towards helping you export Australian developed goods and digital products overseas.

2019 is the best time to invest in digital marketing to get your business in the eyes of overseas consumers. Claim back your marketing expenditure and allow for maximum growth worldwide, not just Australia-wide.

How you can utilise our marketing experts for offshore exports

From website development, to maintenance costs, consultant fees and costs for posting and advertising, if your business is targeting overseas audiences for your Australian-made products, you can get funds for these cases.

Netregistry can provide you with consultation, support and development of your digital marketing and website, and the EMDG allows you to better spend for this. While we handle the digital side of things, you can look after what you do best. To discuss your business needs and how you can better target overseas consumers, get in touch with Netregistry today on 1300 638 734

]]>4 steps to online success for small businesseshttps://www.netregistry.com.au/blog/4-steps-to-online-success-for-small-businesses/
Mon, 15 Apr 2019 06:01:57 +0000https://www.netregistry.com.au/blog/?p=4120Give your business the best start online with our easy guide to how small businesses can get ahead. Whether you’re looking to take your bricks and mortar business online or are starting a new business from scratch, it’s important to give your brand the best possible beginning. An effective online presence gives local businesses global […]

]]>Give your business the best start online with our easy guide to how small businesses can get ahead.

Whether you’re looking to take your bricks and mortar business online or are starting a new business from scratch, it’s important to give your brand the best possible beginning. An effective online presence gives local businesses global reach by providing potential customers with vital information, assisting with generating business and helping build relationships, but it can be difficult to get it right.

In an effort to empower small businesses with the knowledge they need to thrive online, we recently partnered with Bricks and Clicks, a Channel 7 docuseries hosted by Kochie’s Business Builders. The program featured expert advice from successful entrepreneurs and industry experts alike, the series covered a vast range of topics essential for small business owners, showing them just how much digital can do to help kickstart their brands – and it’s still available to view online.

“If your business hasn’t gone digital in the next five years you’re putting it at risk,” says Kochie. “But many business owners have done nothing about it because they’re scared … It’s probably why 65 per cent of Australian businesses don’t even have a website.”

Almost half of Australians won’t consider a business that doesn’t have an online presence. To help you get your business off the ground, we’ve created an easy-to-follow four-step plan, based on key learnings from the Bricks and Clicks series, to help get your business off the ground.

1. Establish your brand

Before doing anything else, you’ll need to find your online business a suitable home. Begin by finding a domain name and hosting service, as well as setting up a company email. Your first-choice domain name may already be taken, so check what’s available first.

“It all goes back to you, the individual, as the small business owner,” says Kochie. “You set the dynamism of your business … and when it comes to technology, it’s got to be you driving it.”

Your domain name will affect your business’ branding, but it isn’t the only consideration. The type of website you need and its look and feel will have an impact on how customers perceive your brand. A professionally designed website will incorporate branding that goes beyond your logo with a consistent look and feel across images, fonts and colour themes.

2. Build your online presence

According to a 2018 study, 88 per cent of Australians are active internet users, with 15 million on Facebook alone. Connect with these customers by establishing a strong social media presence. Before doing this, you’ll need to create a social media strategy that stays true to your brand identity.

“That’s how I built my brand, just being myself,” explains Irene Falcone, founder of Nourished Life. “I think that’s the best way to go as you can’t really get caught out doing that.”

Just as important as getting ahead on social media is getting ahead on Google. You can do this through search engine optimisation (SEO) – which ensures your customers can find you online quickly and easily. Keywords are the building blocks of SEO as they improve the rankings of unpaid search results delivered to potential customers. You can research which ones are the best for your business by using Google’s Keyword Planner, or conduct an audit of your current SEO strategy and implementation by using our free SEO Health Check tool.

3. Attract your audience

Offering an informative experience for your customers is key to gaining traction on your website, and the best way to do this is through creating insightful content – whether it’s on your website through a blog or via various social channels.

“When we talk about successfully selling online, we talk about how you find customers and how you engage customers – and when we talk about engagement, we’re talking about content,” says Nick Wilson, head of marketing at Netregistry. “Understanding what platforms they use and what social media platforms they’re on really helps find the right people.”

Research the platforms available and discover where your potential customers are spending the most time. Remember that it’s important to focus on key platforms and ensure you’re using them effectively. One or two platforms used really well are better than several used poorly.

“My advice is, start small, but start – and take small steps everyday,” says Life Interiors co-founder Basil Karam. “Once you get the consumers onto your website you need to make sure you’re doing your best to merchandise your product.”

4. Get good advice

Finally, it’s essential to do your research and make sure you’re doing everything to industry best practice standards. Algorithms and platforms change every single day, so this can be confusing for busy business owners looking to build the best digital presence possible.

“While there are many tools on the market that can create a website, knowing how to digitally market your product and use the internet to drive sales is another story,” agrees Kochie.

Make sure you use a reputable provider with experience in your core target market, with a proven track record of helping Australian small businesses start-up successfully. We offer a variety of online marketing and website development services designed to help you thrive while also saving your business time and money.

]]>Bricks & Clicks episode 2 highlightshttps://www.netregistry.com.au/blog/bricks-clicks-episode-2-highlights/
Mon, 04 Mar 2019 23:26:33 +0000https://www.netregistry.com.au/blog/?p=4079This week on Bricks and Clicks the six business owners headed to Barangaroo in Sydney where they kicked off the journey to transform their retail stores into an online brands. This episode shared two key takeaways: 1. Personalised customer experience is key to success Birdsnest may have grown into a global online brand, but Jane […]

]]>This week on Bricks and Clicks the six business owners headed to Barangaroo in Sydney where they kicked off the journey to transform their retail stores into an online brands.

This episode shared two key takeaways:

1. Personalised customer experience is key to success

Birdsnest may have grown into a global online brand, but Jane Cay is still able to create personalised shopping experiences for her customers, just as she would on the shop floor.

Since most of her shoppers are repeat customers, she’s been able to tailor her shopping recommendations to fit, style and size. To add a personal touch to all deliveries, every customer receives a handwritten note.

She also noted that scaling a business to an online brand isn’t so simple. But one trait businesses owners need to have is adaptability. Her favourite quote by Darwin:

“It’s not the strongest of the species that survives. It’s not the most intelligent that survives. It’s the ones that are most adaptable to change”.

2. Survive and thrive with a website

Research now shows that nearly 9.5 million Australians are now shopping online*. It means that if you don’t have a website, it’ll be difficult for customers to buy from you.

Nick Wilson, Netregistry’s Head of Marketing explains that now more than ever, building an online presence is critical to your business.

There’s no doubt that businesses need an online shopfront but one thing to consider is whether to build it yourself or leave it to the experts.

Once you have your website you’ll need to attract visitors. And to do this, you need a mix of SEO, Google Search Advertising and social media. With new online storefronts launching every day, it’s no longer enough to launch your website and forget. The most successful online businesses are those who actively engage in online marketing to attract website visitors and sales.

3. Know your data

Understanding where your traffic comes from and what visitors are doing when they land on your website is key to ensuring your website visitors convert into buyers. Nick noted three metrics for businesses to look at:

the number of people visiting your

what pages they’re visiting

and the number of people leaving your website

In knowing these three things, you can attract more visitors and reengage those who’ve left.

Missed the episode? Catch up on Channel 7 online. The next episode airs Sunday at 1pm on Channel 7.

]]>Bricks and Clicks episode 2: Sneak Peekhttps://www.netregistry.com.au/blog/bricks-and-clicks-episode-2-sneak-peek/
Thu, 28 Feb 2019 04:43:41 +0000https://www.netregistry.com.au/blog/?p=4067Last week on Bricks & Clicks, we were introduced to six small business owners taking their local stores to global success. We also met the Aussie success story who inspired the series, founder of Birdsnest, Jane Kay. Missed the episode? You can catch up here. Coming up on Bricks & Clicks In the next episode, […]

]]>Last week on Bricks & Clicks, we were introduced to six small business owners taking their local stores to global success. We also met the Aussie success story who inspired the series, founder of Birdsnest, Jane Kay.

Coming up on Bricks & Clicks

In the next episode, the small businesses will head to the heart of Sydney where they’ll learn about online marketing from Nick Wilson, our Head of Marketing. Having spent his career working for multinational technology companies in various marketing, product & sales roles, Nick joined Netregistry with the mission to help Australian small businesses succeed online:

“Small businesses are the powerhouse of the Australian economy, roughly 1 in 5 of us works for one. What we’ve put together with Bricks & Clicks will help put them on the map. Being online means that they just increased the number of customers they can talk to, they can now access the 98% of global markets that are overseas.”

Nick will be featured in this week’s episode where the six local retailers will be working with millionaire mentors and experts to take their business online.

Catch episode two this Sunday on Channel 7 at 1pm.

]]>Netregistry partners with Kochie’s Business Buildershttps://www.netregistry.com.au/blog/netregistry-partners-with-kochies-business-builders/
Sun, 24 Feb 2019 22:15:03 +0000https://www.netregistry.com.au/blog/?p=4052Together with Xero, we’ve partnered up with Bricks & Clicks, a Channel 7 program hosted by Kochie’s Business Builders. Earlier this week the first of six episodes aired and featured 6 small business owners looking to take their bricks and mortar store online. If you missed it, you can catch up online. Episode 1 recap […]

Episode 1 recap

We were introduced to the inspiration behind Bricks & Clicks, Jane Cay of Birdsnest. She shared her story about falling in love with a farmer and moving to Cooma. Cooma is where she set up her bricks and mortar store, a brand she’d later transform into a success story for online retail.

Then we met the six business owners embarking on the journey to take their businesses online. Guided by Australia’s top business mentors like Jane Cay and Kate Morris, founders of Birdsnest and Adore Beauty and our subject matter experts, they kicked off their journey to set up their online presence and attract the right audience into their business.

]]>When is the right time to refresh your website?https://www.netregistry.com.au/blog/the-right-time-to-refresh-your-website/
Wed, 30 Jan 2019 01:14:00 +0000http://loc.netregistry.com.au/blog/the-right-time-to-refresh-your-website/In the brick-and-mortar world, you can build a shopfront that lasts for years but, in the digital sphere, that same principle can cost you customers, clicks and sales. The digital landscape is constantly changing and your website needs to keep up to date in order to stay relevant to those you’re trying to reach. Ask […]

]]>In the brick-and-mortar world, you can build a shopfront that lasts for years but, in the digital sphere, that same principle can cost you customers, clicks and sales. The digital landscape is constantly changing and your website needs to keep up to date in order to stay relevant to those you’re trying to reach.

Give your website a refresh

Failing to refresh your web copy, design and functionality can threaten your professionalism and reverse the hard work you’ve put in to build customer trust. So how do you know whether your web presence is due for an overhaul? Here are five signs your business needs a website refresh.

1. It no longer reflects your brand

Businesses change over time. Make sure your website reflects the image and message that you want it to. People’s first impression of your site will be visual. Not only should it reflect your brand but also be aesthetically pleasing. If your website looks cluttered, refresh your website to maximise white space and use strong visual images to engage the audience. When it comes to website copy it should be well-written, tells visitors who you are and what products and services you sell. Your copy should cover the “Who, Want, When, Where, Why and How” because if people can find the answers to those questions easily, they will keep browsing.

Over 50%^ of website traffic comes from mobile devices. Today, everyone has a mobile device that they use to check email, send text messages and most importantly to browse the internet. Therefore, it is imperative to have a mobile responsive website so that it is easier for potential customers to navigate your site from their mobile devices wherever they are. If they can’t they will go elsewhere, potentially to a competitor. To see if your website is responsive, open it on your phone or tablet and see how it looks. If it hasn’t been optimised, it’s time to change.

3. It’s slow to load

A website should take less than 2 seconds to load before a visitor gives up and tries somewhere else. The highly competitive online world isn’t kind to online businesses that aren’t customer friendly. If your website constantly experiences slow loading times or freezes regularly, there could be a number of reasons causing this – server location, large image files, bulky code, embedded flash or an outdated content management system (CMS). The best way to find out is to get a web developer to comb through and audit every aspect of your site.

4. High bounce rate and low session rates.

A bounce rate is the percentage of visitors who leave your site without navigating to other sections and session rates are how long people stay engaged with your site. Typically, a high bounce rate and low session rate could mean the visitor got bored, could not find what they were looking for or simply didn’t know what to do.

Ideally visitors should be able to find what they are looking for in less than 3 clicks. A simple exercise to find out if this holds true for your website, is to navigate your own site and see if you can find certain information or perform key actions such as send an enquiry, make a purchase, find contact us details or even specific product information. If you find it difficult, then you know it is time to rethink your website’s navigational structure. To do so, the first place to start is to review your site map. Find out how many steps it takes for a customer to get to any given page. You want to reduce the number of touchpoints to your most frequently viewed pages.

5. You have very little to no conversions

Google Analytics can offer powerful insights into your customer journey as well as the elements of your website that drive conversions. There are two things you should look at, the total number of visitors to your site and how many of those are buying or making an enquiry.

Successful websites have a conversion rate of 5-10%. If yours is lower than this and you have high traffic volumes it means something is stopping them from converting. Consider reviewing your shopping cart process and call to actions. Enlarging the ‘Buy Now’ button or removing registration pop-ups are smart ways to refresh your website easily. You may also want to look at reducing the number of steps it takes to make a purchase – ensure you only ask for the required information for a fast and seamless checkout.

When was the last time you updated your website?

We understand that life can be busy, especially when you run your own business. However, updating your website regularly with a focus on your customers’ best interests is key to operating a successful online business. At a minimum, we recommend you do a complete website review of your website every two years.

So kick off the New Year with a free Website Health Check here or if you think it’s definitely time you sent your site for a makeover, call the Netregistry team on 1300 638 734, we would be more than happy to help.

]]>SEM in 90 secondshttps://www.netregistry.com.au/blog/sem-in-90-seconds/
Thu, 24 Jan 2019 22:27:04 +0000https://www.netregistry.com.au/blog/?p=4009Search Engine Marketing (SEM) can help you bring in new business quickly. Find out how it works in our 90-second video. Did you know there are 2.3 million searches on Google every second (Wordstream)? But, with people rarely clicking beyond the first page, if you want to be seen, it’s important to land […]

]]>Search Engine Marketing (SEM) can help you bring in new business quickly. Find out how it works in our 90-second video.

Did you know there are 2.3 million searches on Google every second (Wordstream)? But, with people rarely clicking beyond the first page, if you want to be seen, it’s important to land your website on page one.

Search results for each search query are generated organically, using SEO. But Search Engine Marketing bypasses these natural rankings. Search Engine Marketing works on a Pay Per Click basis, meaning that you only pay when a visitor clicks on your ad. This means you can take advantage of a huge volume of traffic by paying to get your website seen on page one.

Take a look at these search results for the keywords “plumber Sydney.” These first four results are generated by Search Engine Marketing, more specifically called Google Search Ads. It’s only subtle, but you can tell by the ‘Ad’ icon by the URL here in green.

So, how does it work?

Google Search Ads work on a bidding system. After choosing a list of keywords related to your business, you can select a maximum bid. But the advertising slot doesn’t just go to the highest bidder.

Google works hard to ensure that their user experience is top notch in all aspects, so Google Search Ads are ranked using a Quality Score.

Your Quality Score measures how relevant your landing page to the keywords and how often people click through.

]]>Join us for Workshops in 2019 https://www.netregistry.com.au/blog/join-us-for-workshops-in-2019/
Tue, 15 Jan 2019 22:54:31 +0000https://www.netregistry.com.au/blog/?p=4018If you’re a small business, you can’t afford not to be online. But the digital landscape can be overwhelming to those who aren’t familiar with it. That’s where we come in. In 2019, Netregistry is running a series of workshops to help you get your head around the latest in digital marketing. Whether you already have a solid understanding or you’re a complete newbie, we […]

]]>If you’re a small business, you can’t afford not to be online. But the digital landscape can be overwhelming to those who aren’t familiar with it. That’s where we come in. In 2019, Netregistry is running a series of workshops to help you get your head around the latest in digital marketing.

Whether you already have a solid understanding or you’re a complete newbie, we have tailored workshops to help you get the best out of digital marketing for your business. Capped at 15 attendees per workshop, we have increased the topics from two in 2018 to four this year to give a more varied take on the digital realm.

How to Start, Build, Grow your business online

Ideal for those just starting out, our Start, Build, Grow workshop takes you through everything you need to know about setting up your business online. From setting up a website that works to attracting the right audience with online marketing, we’ll give you a solid foundation on which to build yourself up digitally.Register for sessions here.

Setting up your website for success

Your website acts as an online hub for your business and it’s your most important online asset. This workshop homes in on the website component of your digital strategy for those yet to take off into the digital sphere. We will explore how to develop and implement a brand strategy across your website, understanding website design principles, content mapping, optimisation and web security.Register for sessions here.

A winning strategy – SEO & PPC

For those who have a handle on the digital basics, the next step is to drive traffic to your online hub, your website. Search Engine Optimisaton and Pay Per Click Advertising work hand in hand to drive new business to your website. In this workshop, we take your through each digital marketing tactic and ensure you understand how they work independently and as a pair.Register for sessions here.

How to run Facebook & Instagram Ads

Our final topic gives attendees a comprehensive overview of how best to setup and create your Facebook and Instagram ads to maximise ROI. Covering the rise of social media as a legitimate advertising stream, planning and execution, ad design, implementation of the all-important Facebook Pixel, retargeting as a social media marketing strategy and some nifty tips on the mistakes that are easy to avoid, attendees will leave with all the know-how they need to get their own ads up and running. Register for sessions here.

To book your place at one (or more!) of our 2019 workshops, click here and fill in the online form.

]]>How to write a marketing plan: Marketing Goalshttps://www.netregistry.com.au/blog/how-to-write-a-marketing-plan-marketing-goals/
Sun, 06 Jan 2019 22:00:30 +0000https://www.netregistry.com.au/blog/?p=3993We’re on our way to setting out a detailed and highly-effective marketing plan. Last we left you, we were looking at target audience. More specifically, how to build buyer personas to support your understanding of your target audience. It’s now time to look at what you want to achieve through your marketing for the year. […]

]]>We’re on our way to setting out a detailed and highly-effective marketing plan.

Last we left you, we were looking at target audience. More specifically, how to build buyer personas to support your understanding of your target audience.

It’s now time to look at what you want to achieve through your marketing for the year.

Let’s set some marketing goals.

Why do businesses need to set marketing goals?

If you don’t have marketing goals, it makes it very difficult to propel your business forward. Not only do marketing goals hold you accountable to ensure business growth, they drive your business practices and provide you with a solid indication of the degree of your marketing success. How do you know if you’re doing well if you don’t have anything to achieve? You don’t. You’re flying blind. Everyone’s marketing goals are different because your goals need to match your business plan and align with business objectives. Essentially, your marketing goals are the foundation of your marketing plan. Without them, you’re not working towards anything.

Setting your yearly goals

So, how do you do it? Grab a copy of your business plan and a pen and paper. If you haven’t created yourself a business plan, you need to do that first. If you have, start by looking at the business goals you’ve set for yourself. What are the objectives you’ve set for your business? Where do you want to be 12 months down the track? Your business goals should start to indicate what you need to do in terms of marketing to get there. Your marketing goals should support your business objectives.

It could be something as simple as increasing your database or improving your click-through-rate; or it could be a larger goal, like a specific revenue figure you want to reach. However, whatever you decide to commit to – because when you write it down, you have to commit to it – there are a few things to consider first.

Be specific

It’s important to set specific goals. They need to outline what, when, who and why:

What, specifically, are you trying to achieve? Don’t be afraid to define your goal in detail.

When do you want to have achieved it? Many businesses work quarter to quarter, but you may want to specify months. It’s not imperative that you set a specific date at this stage, but you should give it an approximate timeframe. We will look at your timeline in another section of the How to write a marketing plan blog series.

Who will be responsible for reaching the target and who will be involved?

Why do you want to achieve the results you’re looking for? The reason is almost as important as the goal itself. When you know why you’re working towards something, it makes the journey to get there all the more exciting.

Be realistic

You need to make sure your marketing goals are practical. Don’t play it too safe but reach for something that you can achieve. You can figure out if it’s achievable by looking at your year-on-year results. Assess what you’ve been able to achieve in the past and make an informed judgement about what you can accomplish.

Be smart

Smart goals have a measurement plan to support them. It’s all well and good to set goals but they’re not worth much if have no way to measure success. When you outline your goals, you need to make sure they are measurable and that you establish the metrics you will use to gauge progress. Metrics you may use could be data driven, like click-through-rates, engagement rates and conversion rates or they could be economical in nature, like revenue and ROI.

How many goals should you set?

You don’t need to go overboard. It’s usually better to do fewer things well, so setting a maximum of 5 goals should stand you in good stead. By the same token, you may prefer to just focus your efforts on one. It’s really up to you. Again, you want the number of goals you set to be achievable.

So, it’s over to you now. Goal setting should be fun, so revel in the exciting prospect of growth while you set yours. If you need some help with your digital marketing goals, the Netregistry team are always here to help. Get in touch to speak to an online solutions advisor today.

]]>How to write a marketing plan: Target Audiencehttps://www.netregistry.com.au/blog/how-to-write-a-marketing-plan-target-audience-part-1/
Fri, 14 Dec 2018 04:55:38 +0000https://www.netregistry.com.au/blog/?p=3960In our latest blogs, we have been making our way through how to write a marketing plan. We’ve already constructed a Situation Analysis, using a SWOT Analysis and a Competitor Analysis and now it’s time to home in on your Target Audience. To do this, we’ll be looking at how to develop your buyer personas […]

]]>In our latest blogs, we have been making our way through how to write a marketing plan.

We’ve already constructed a Situation Analysis, using a SWOT Analysis and a Competitor Analysis and now it’s time to home in on your Target Audience. To do this, we’ll be looking at how to develop your buyer personas to get a better insight into the types of consumers buying – and entertaining the thought of buying – your products or services.

What is a Buyer Persona?

A buyer persona is a fictional character that a company develops to represent a stereotypical customer. These personas are used as an insight into the types of customers your marketing material is trying to reach. With the detail and depth of a good buyer persona, you can distinguish where to focus your marketing efforts to attract the type of customers you’re looking for.

A buyer persona isn’t just a simple description. These profiles must be comprehensive. Integrating real-life examples and testimonials into your buyer personas will help you get to the bottom of what your customers are thinking to help you understand their attitudes, concerns, expectations, goals and the key factors that go into their purchase decisions.

Ultimately, buyer personas should give you the intel you need to speak to your customers on their terms in a way that illuminates the most appealing benefits to them. This not only piques the interest of the consumer, it enables you to build a close and familiar connection with the audience you are targeting. So, let’s look at the steps you can take to build your very own buyer personas.

Building a Buyer Persona

Building a strong buyer persona takes extensive research. You can draw upon your SWOT and Competitor analyses but you also need to dig deeper into your customer base to find out exactly how they feel. To do this, take some time to speak one on one with some of your customers, prospects and referrals to understand who they are and how they perceive your business.

Now, it’s all well and good to collate praise from happy customers but you also need to speak to those who have had a more turbulent experience. So, bite the bullet and be prepared to have difficult conversations, too.

Once you have completed your research, you should be able to categorise your findings into the following groups.

1. Demographics

Here, you want to get as much general information as possible. The following socioeconomic questions should help you get a gauge on their current baseline lifestyle and will serve as the foundation of your buyer persona.

What is their gender?

How old are they?

Where do they live?

What is their level of education?

What did they study?

Where did they study?

What is their relationship status?

Do they have children?

What is their income range?

2. Business

Next, you’ll need to understand a little more about their chosen profession. This can suggest a lot about their interests and background without having to delve too far into the specifics of likes and dislikes.

What industry do they work in?

What do they do for work?

What is their role title?

What does their day entail?

What skills do they use day to day?

What are they responsible for?

How many employees work at their company?

Do they work more than one job?

3. Goals

Goals are a really important thing to note. What they want will be significant to you when attempting to reach them on a personal level and building a close brand relationship. If you know what they want most in life, you are more likely to really reach them with your marketing material.

What do they want to achieve:

…within the year?

…in the next 5 years?

…in the next 10 years?

4. Motivation

The motivations of your customers speak to the ‘why’ of their goals. Knowing why they want what they want helps you better understand how they think. When you understand how they think you are better able to sculpt your marketing to appeal to the right people.

What gets them up in the morning?

Why do they want to achieve [x]?

5. Challenges

Your major role as a business is to solve a consumer problem. Without that problem, you wouldn’t be in business. It can be something as practical as providing a nail to a builder or providing home insurance to a first home buyer; or it can be something emotional, like making the customer feel better about themselves in the case of the cosmetic industry. Understanding the problem your product or service solves for your customers is essential before you start marketing. Different consumers are likely to have different challenges, so take the time to talk to each of your subjects about it.

What are the challenges they face?

How does that affect them from day to day?

6. Behaviour

Next, you need to figure out how to interact with your consumers. By taking a close look at their behaviour and preferences, you can get a better idea of how best to reach them. Behaviour refers to both how your customers act and react in terms of the day to day but also refers to their behaviour when interacting with your business.

What are three adjectives to describe their temperament?

If they were an emoji, which emoji would they be?

How do they search for products and services?

What’s their preference when interacting with salespeople?

7. Quote

Note down a real-life quote that encapsulates them as a consumer. This can be something they have said in an interview that summarises the buyer in a sentence or two. It can be directly related to their customer need, their challenges, their goals or their motivations. It should summarise what they want. For example, if Netregistry were to speak to a tradesperson about to launch his own business, they may say “Going out on my own is a little scary but exciting. I need to hit the ground running.” This hits the goal (“going out on my own”), the challenge (“a little scary”), the motivation (“but exciting”) and the customer need (to “hit the ground running”).

Once you have all this information, you can arrange it into an easy to read one-pager for your reference. You should build up about 3-8 different buyer personas to give you a range of target consumers to look at. In the meantime, if you have any questions at all about launching your business online or building up your digital marketing strategy for 2019, don’t hesitate to get in touch with an Online Solutions Advisor.